St John WA
What they needed:
A full summer campaign that transforms holiday safety from an afterthought to an essential part of the process. St John WA needed to spark motivation and action without leaning into fear tactics. Aiming to reach a diverse array of outdoor lovers meant that collateral across organic social, paid campaigns, email marketing and blogs had to be tailored and resonant. The goal was clear – position first aid kids and courses as the obvious approach to enable incredible experiences.
The result:
Transforming summer safety from afterthought to essential through empowering campaign messaging. We created tailored content for diverse outdoor enthusiasts that made first aid preparation feel like a natural part of adventure planning.Launched a dynamic, multi-channel campaign that utilised the existing campaign tagline and expanded into an empowering call to action. Working with collaborators on radio ads, we rolled out social content that spoke directly to each audience – fishing lovers, pet owners, outdoor enthusiasts and caravaners. Cue quick-hit visuals that caught attention in busy feeds, making first aid feel like a natural part of planning their next trip. Through blog content and tailored emails, we shifted safety preparation from a nudging concern to a motivated next step towards summer.
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